BBDO Bangkok and Five Star Chicken have launched a new campaign titled “Mission to Five Star” that humorously spotlights Thailand’s fascination with online ratings.
The campaign’s film, “Death of a Salesman,” is a four-minute mockumentary-style comedy featuring a street vendor who attempts to sell everyday items such as pillows, chairs, and cologne with the same enthusiasm as Five Star Chicken. The film uses absurd humor and a deadpan approach to highlight the brand’s message that Five Star is not just a name, but a promise.
The salesman’s exaggerated pitches and delivery for products that are nowhere near five stars makes for a good watch:
According to the campaign, within just 20 days, the campaign achieved over 48 million views, 53,000+ reactions, and thousands of organic shares and memes. The line “I want five stars!” became a viral catchphrase across social media.
“No discounts, no gimmicks—just smart storytelling and Thai-style humor that made people laugh and crave chicken,” said Thasorn Boonyanate, Chief Creative Officer of BBDO Bangkok.
“Mission to Five Star is proof that branded entertainment can drive both fame and sales.”
Warunyoo Sorasetsakoon, Group Creative Director at BBDO Bangkok, added: “We flipped the script on what a five-star rating really means. By exaggerating everything that shouldn’t be five-star, we reminded people of the one thing that truly deserves it—our chicken.”
Credits
Client: Five Star Chicken
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Group Creative Director: Warunyoo Sorasetsakoon
Creative Group Head: Phanus Sobsamai
Copywriter: Panupong Nakju
Senior Project Manager: Autcharawan Laohachataroop
Producer: Toungrak Jiravatanarungsri
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Senior Strategic Planning: Chanapa Vongvaranont
Strategic Planner: Suchanad Kosaipat
Group Business Director: Taksina Vasaruchapong
Business Director: Mira Komolwanich
Account Executive: Waneenat Sangramphaiwaigee
Production House: Suneta House
Director: Teerapol Suneta (Ae)
Assistant Director 1: Manoo Techadee (Kill)
Assistant Director 2: Kittikhun Jongkraiwut (Best)
Producer: Chanapa Ployarunrung (Jote)
Assistant Producer: Warawan Laksanarom (Fame)
Cinematographer: Chalongwut Chorruangsak (Joe)
Gaffer: Phongthep Phusawang (Toei)
Sound: Anuparp Suriyathon (Boat)
Art Director: Pornchai Cheeranoon (Aof)
Prop Master: Surasak Maneekum (Mard)
Casting: Narissara Makmane (Por)
Stylist: Montatip Narong (Ann)
Makeup: Anchisa Kanoksirisirachot (Zazee)
Makeup: Pinraya Pramual (Tar)
Location: Jirawat Santaratchai (Oh)
Food Unit Assistant Director: Napat Vorasuk (Pete)
Food Unit Cinematographer: Chanthut Kasemsantinavin (Tarm)
Food Stylist: Kittaya Suksombut (Boong)
Editor: Sarawut Kaweethammawong (Lar)
Telecine: Nattacha Khajornkiatsakul (Aon)
VTR: Positive4 (Thannawit Jiasuppibul) (Mek)
Sound Mix: Sound Space (Danai Suthamcharee) (Nai)
